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Volume 25 No. 234
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IMG Sports Marketing Symposium: Myhren On Targeting Millennials

Tor Myhren says that millennials, the generation that marketers most want to reach, are all about "we," and not about “I.” During the opening panel for the 10th annual IMG Sports Marketing Symposium, Myhren, President & CCO at Grey N.Y., said that could mean eventual changes to everything from government (perhaps a Congress whose members of different parties would actually work together?) to a rebuilding of the middle class, but in the meantime should determine how brands, leagues and companies approach the young but influential group.

That could be as simple as promoting groups of average, more relatable athletes rather than just a few superstars. “These people in the middle have incredibly passionate fan followings,” he said. “And with that incredible magnifier, which is the Internet, these fans become Paul Reveres, and they’re shouting it as loud as they can.”

Myhren said of sports still capturing live TV audiences, especially the Super Bowl: “I call it America’s last campfire, because it’s the only day where we all get together and sit around one place and we all experience that story together. It never happens other than that.”

Read more updates from the conference at our dedicated blog. Myhren was the subject of profiles this week in SportsBusiness Journal and